Creative Strategy................2 Print.....................................3-8 Outdoor ...............................9-10 Direct Mail ............................11-12 Brochure ..............................13-14 Transit..................................15-16
BRAND: Latitudes CATEGORY: Cruise Travel PROJECT SUMMARY: The new Latitudes Corporation is a traveling cruise line providing adventures to endless destinations. Every hard working family needs a break and the best way to spend a vacation is through a culture experience. During consumer’s time wit Latitudes, they will experience top class experiences that we hope will gain their loyalty with Latitudes. OBJECTIVE: 1. Gain loyal consumers from new brand experience. 2. Gain recognition a worldwide cruise line travel agency rather than a regular travel agency. TARGET AUDIENCE: DEMOGRAPHIC: Age: 29-47 Gender: Female Household Income: 80K-175K Marital Status: Married Education: College Graduate Presence of Children n the household: 2-3 Home Value: 160K-300K Geographic Region: Primary: East and West coastal states Subsidiary: Southern States PSYCHOGRAPHIC: The Latitudes couple is a two-career family home. Both incomes are professionals and nine to five, some days longer. To busy to cook dinner, the two along with their children enjoy dining out most days of the week and order in on the others. Children attend private school where they are either picked up by the nanny or stay for after school extra curricular activities. The Latitudes couple vacations both with and without the children depending on the school year and destination time length. They live in large metropolitan areas either downtown in their condos or uptown in a metro suburban area. They have quiet afternoons usually spent finishing up the work they’ve brought home with them and are in bed later than most after a few read chapters. PROMISE: Through any body of water. Latitudes provides a memorable culture experience during any travel adventure. SUPPORT: For an easy get away adventure, Latitudes provides travel access from all major coastal bodies for that relaxing get away well deserved. TONE: Romantic, Luxury/Relaxation COMPETITION: 1.Carnical Rides 2.Royal Caribbean Cruises 3.TUI 4.Disney
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Rationale: To Illustrate the “whatever floats your boat tag“ a visual that puts the viewer in a boat has been used. In this case, the boat represents an iconic tourist attraction in Italy, the gondolier. Further more, the visual is part of a sequence in the campaign that puts the viewers in different a differnt boat every time. Each boat is placed near world landmarks, attractions, and vacation spots.
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Rationale: To Illustrate the “whatever floats your boat tag“ a visual that puts the viewer in a boat has been used. In this case, the boat is a river boat used to see the iconic tourist attraction in Russia, St. Basil’s Cathedral.
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Rationale: To Illustrate the “whatever floats your boat tag“ a visual that puts the viewer in a boat has been used. In this case, the boat is a sail boat used to see the iconic tourist attraction in Australia, The Opera House.
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Outdoow
Rationale: To Illustrate the “whatever floats your boat tag“ a visual that puts the viewer in a boat has been used. In this case, the boat is a tour boat used to see the iconic tourist attraction in London, Big Ben.
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Direct Mail
Rationale: The Direct mail piece is a realistic mock up of a Passport, but instead of a photo being on the passport a mirror is used in its place. The mirror will show the reflection of the target make the passport look as if it is his or hers to go on a trip with. The DM also has a fake ticket inserted that will be personalized to the viewer, it also has the informaiton they need to get more info on Latitudes and trips.
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Brochure
Rationale: The brochure piece is a designed around the logo, which is symbolized around the latitude and longitudes lines on the Earth. The circular shape is opropriate because is it is a large replicat of the logo. the information has a list of location sports, travel tips and FAQs.
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Transit
Rationale: The transit advertising is more ambient than print. A boat that will be placed on wheels will be an eye catching visual for people driving. The boat will have the tag “Whatever floats you Boat“ and the website so surprised viewers who are intrigued can remember the name and website.
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